The classic sales funnel is outdated for Gen Z, as their shopping journey is now non-linear. Social commerce as the default discovery channelIn 2024, 68% of Gen Z consumers discovered new products on social media, up from 60% in 2023. Two-way engagement and active conversationAround 80% of Gen Z use social media for inspiration but seek validation through peer comments and real conversations. Over half of Gen Z made a purchase after seeing a product in a review or viral video in 2024. And brands that want to thrive need to meet Gen Z not where they are, but where Gen Z lives.